3. Channel the power of reduction
When two of the world’s expert creatives cite this tactic, we all need to take note. Edit the idea down to its simplest form to ensure it is clear and comprehensive, and from there you can apply it to different situations and cultures. Yonathan Dominitz goes a step further to suggest a ‘sabotage / removal’ approach.
“Be reductive, then be expansive.”
Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi
“This was one of the most important insights in my life. I could see in the whole design-thinking process – this reduction of the simple form to the single simplest idea possible, and then you make it big. As big as possible.”
Marcello Serpa, Former Co-Chairman, AlmapBBDO